A Guide to Instagram

What does Instagram do?

Instagram is an online mobile photo-sharing, video-sharing and social networking platform that allows its users to take pictures and videos, apply digital filters to them, and share them on other social networking services, such as Facebook, Twitter, Tumblr and Flickr.

Instagram is a photo-driven platform. The photos featured are meant to spark conversations about the photos themselves or the people and issues featured in the images. The platform also transforms users into photographers by giving them simple editing tools that give photos distinctly artistic looks.

After you upload your photo or video, you can share with either all your Followers or directly with an individual Follower.

Who does Instagram reach?

Instagram has more than 150 million monthly users and 75 million daily users. Thirteen percent of all Internet users are on Instagram.

Young. Over 90 percent of Instagram users are under the age of 35. Instagram is perceived as the new platform for younger generations.

Mobile compatibility. A mobile device is necessary to upload to Instagram, so compatibility is crucial. Users are evenly divided between Android and Apple device owners.

Cons

Limited control. Other users can easily repurpose images without giving proper recognition to the original author or owner.

Image production costs. Using Instagram as a major platform could require an investment in photography.

Limited calls to action. Unlike many tools and platforms, calls to action using links aren’t activated, and KPIs can be hard to measure.

Mobile-friendly content. Content must be optimized for mobile viewing, as most users access the platform through mobile devices

Urban. Instagram isn’t as popular with rural populations as it with urban populations.

Older generations limited. Instagram’s main user base is under 35 years old.

What story formats work best on Instagram?

Photos and short videos (3–15 seconds) are supported on Instagram, but currently photos are the most popular. Users can also add a short video to their “Story,” which is targetted to their followers and disappears within 24 hours.

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